Overview

For the first time in Saudi Arabia, Samsung brought Galaxy Unpacked to the iconic Kingdom Tower in Riyadh, marking a major milestone with the launch of the Galaxy S25 Series. The large-scale takeover transformed the tower into a synchronized digital canvas, creating a striking visual moment visible across key roads and districts. This activation elevated Samsung’s flagship presence, strengthened brand affinity with Saudi audiences, and reinforced Saudi Arabia’s role as a strategic hub for global Galaxy launches.

Objective

1. Showcase Samsung innovation by unveiling the Galaxy S25 Series through a groundbreaking launch at the Kingdom Tower. a first of its kind moment in Saudi Arabia.
2. Position Saudi Arabia as a regional center of innovation for Galaxy experiences, setting a new benchmark for future flagship launches in the Middle East.

Creative Idea

The concept centered on turning Riyadh’s most iconic architectural symbol into the stage for Galaxy S25. The tower became a live billboard, using synchronized motion graphics, product animations, and dynamic transitions to introduce the new Galaxy S25 Series in a visually compelling way. By showcasing the Galaxy S25 on the Kingdom Tower, the campaign delivered a bold, immersive showcase that merged technology with innovation, making the launch the talk of the town.

Insights & Strategy

Saudi flagship users expect premium, world-class experiences that reflect innovation and status. To meet these expectations, Samsung created a launch moment as iconic as the device itself. Leveraging a landmark building takeover paired with high-impact digital amplification tapped into local appetite for bold public activations, driving strong emotional resonance and organic social buzz. A fully connected approach across events, influencers, PR, and digital ensured the Unpacked moment reached audiences across every touchpoint.

Execution

The launch was delivered through a fully integrated activation centered around the Kingdom Tower. Event teams managed all on-ground operations and technical execution, while creative teams developed custom motion graphics and Galaxy S25 visuals designed specifically for large-scale projection. PR and media relations secured premium coverage across top Saudi and regional outlets, supported by leading tech influencers who captured and shared the moment live. In parallel, digital buzz and CRM efforts rolled out synchronized teasers, social content, and communications to sustain momentum throughout the activation.

Results

The Galaxy S25 Kingdom Tower activation generated one of the highest buzz moments in Samsung Saudi Arabia’s history. Driven by the iconic location, influencer participation, and coordinated digital amplification, the launch achieved record-breaking social media engagement within the first 24 hours. The activation strengthened Samsung’s cultural relevance in the Kingdom, proving how strong digital storytelling can create powerful, unforgettable moments.